The other day I went to see a company that has been buying media on the Right Media Network for years. This Market Research Company acts like an ROI-focused advertiser, with conversions defined as a completed survey. The situation is more complex on second glance: surveys change frequently (more or less complex with different topics, etc.), as do their targets. Above all, the company is concerned about unduplicated reach (which should be high) for sampling validity. So the goal of ROI optimization (zeroing in on the targets) and the objective of maintaining high reach need to be re-balanced continuously.

Proposing a self managed advertiser solution is obvious. The Advertiser will gain operational efficiencies – trafficking, unified reporting and comparable data sets. They will also be able to change things on the fly at any time without having to talk to Account Managers at the ad networks. But beyond these benefits, which can be accomplished with pretty much any third-party ad server, implementing Yield Manager for Advertisers will provide them with some crucial benefits.

First off, the client will be able to control exposure globally across networks, thus giving them the ability to manage unduplicated reach — particularly important for the research client. Furthermore, the client will have instant access to the Yield Manager Marketplace — an open exchange of media for all clients on the platform. It will enable the company to evaluate all impressions across the entire marketplace (not just on the Right Media Network) and only bid on and buy those impressions that meet their goals. This drastically increases acquisition efficiencies, allowing massive scale at tightly managed ROI.

This entry was posted on Tuesday, December 6th, 2005 at 12:00 am and is filed under Advertisers, Ad Networks. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.